1979

• D – De-alignment

  Voters were less loyal to parties than in the past.

  • Rise of floating voters helped Conservatives win new support.
• I – Industrial Action

  The “Winter of Discontent” (1978–79): widespread strikes and public service disruption.

  • Labour seen as unable to control unions.
• S – Sun / “Sunny Jim”

  PM James Callaghan (nicknamed “Sunny Jim”) was liked but seen as out of touch.

  • The Sun and other media turned against him during the strikes.
• C – C2s (Skilled Working Class)

  Many C2 voters (skilled workers) switched from Labour to Conservative.

  • Known as the “Essex Man” effect.
• O – Opinion Polls

  Polls showed Labour slipping after Winter of Discontent.

  • Conservatives gained a clear lead as election neared.
• N – No-confidence

  Callaghan’s government lost a vote of no confidence in March 1979.

  • Forced an early general election.
• T – Thatcher Factor

  Margaret Thatcher became the first female party leader to win.

  • Strong leadership image and clear anti-union message.
• E – Economy

  High inflation, unemployment, and low growth hurt Labour.

  • Conservatives promised free market reforms and less state control.
• N – North–South Divide

  Labour retained strength in the North, but Tories dominated the South.

  • Growing regional economic divide.
• T – Thorpe

  Jeremy Thorpe, ex-Liberal leader, was on trial during the campaign (scandal).

  • Damaged the Liberal Party’s credibility and vote share.